Sound of Nation

Sound of the Nation

      All of the countries in the world have their own song that represents nation’s identity, values, history. National anthems mainly take responsibility for these functions. We can hear national anthems in every place where our nation is needed to be magnified such as sports competition against another country, conference among the world leaders. However, instead of the national anthem, there are songs (usually traditional songs) that have the life and sentiment of people. Just as a national anthem, those songs exhibit a nation’s spirit, culture, values.

Famous figure skater Yun A Kim performs 'Hommage to Korea' (Arirang as background)

      The ad simply plays music as its background and shows some phrases. It is made for advertise Korea by using a traditional song: Arirang. The reason this song can be the representative of Korea is that the basic emotion which is embedded in the song is one of the main sentiments of Korea: Han (resentment and sorrow). The song’s main theme focuses on the losing of spouse but during Japanese colonial era, Arirang usually was sung among Koreans who were in deep sorrow of losing their homeland. Throughout the colonial era, the song becomes the national folk song. Both South and North Koreans sings Arirang when they solidify the bond between divided Koreas (It is usually sung as unified Korea national anthem). Therefore, for the ad, Arirang can be a powerful source that can bring Korea’s spirit and culture within a short space of time. In addition, the phrases give special meanings to song by using some words that can represent the meaning of the song: memory, sensation, history and soul. At the end, the ad says “Arirang is the genuine music of Korea”. Combined with the image of Korea’s national flag, the ad achieves its goals to advertise Korea and characters of Korea that is embedded in the song.

The ad at the Timesquare

      Just as the ad, it is possible to send ideas or messages to the audience without a number of words. When something such as music appears with specific meanings, it can influence people by itself without any explaining if people can recognize the hidden norms. Every product has its own meaning and wants to deliver its message to people indirectly. Therefore, we need to be aware of those messages that are embedded in some products which surround our daily lives.